08 Sep Why Sales Progression Matters When Choosing an Estate Agent

When choosing an estate agent to sell your home, it is natural to compare fees, valuations and marketing packages. However, one of the most important parts of the service happens after an offer has been accepted. 

Estate agent sales progression is the process of keeping a property transaction moving between offer and completion. It involves communication with buyers, sellers, solicitors, mortgage advisers and when applicable, others in the property chain. 

An accepted offer is an important milestone, but it does not mean the sale is complete. Surveys, mortgage applications, legal enquiries and linked property transactions can all affect the process. The support an estate agent provides during this stage can make a significant difference to how smoothly a sale progresses. 

At Kelvin Francis, we believe selling a home is about more than finding a buyer. It is also about providing clear communication and practical support through to completion. 

What Is Estate Agent Sales Progression?

Sales progression begins once an offer has been accepted. It is the work that takes place behind the scenes to help a property sale move forward. 

This may include: 

• Confirming the details of the agreed sale 

• Staying in contact with buyers and sellers 

• Liaising with solicitors and mortgage advisers 

• Monitoring survey, mortgage and conveyancing progress 

• Keeping track of the wider property chain 

• Raising potential issues as early as possible 

• Providing regular updates throughout the transaction 

Every sale is different and some delays are outside an estate agent’s control. However, proactive communication can help make sure that issues are not left unnoticed and that everyone involved understands what needs to happen next. 

Why Is Sales Progression Important When Selling a Home?

Moving home can be complicated, particularly where there is a chain of connected sales and purchases. Even when a buyer has been found quickly, there can still be several weeks of legal, financial and practical work to complete. 

Without clear communication, the process can become frustrating for everyone involved. Buyers and sellers may be unsure what stage the sale has reached, while smaller issues can turn into longer delays if they are not identified promptly. 

Good sales progression helps by keeping the transaction moving and ensuring that all parties remain informed. It can also provide reassurance during what can be a stressful period. 

A good estate agent should not simply market your property and negotiate an offer. They should also remain involved after the sale has been agreed, helping to maintain momentum and providing updates until the transaction is complete. 

What Is an Estate Agent’s Fall-Through Rate?

A fall-through happens when an agreed property sale does not reach completion. This can occur for many reasons, including changes to a buyer’s circumstances, mortgage difficulties, survey findings or problems elsewhere in a property chain. 

The Open Property Data Association’s 2026 report highlights the impact that failed transactions and delays can have on people moving home. This is why it is worth asking an estate agent about the support they provide after an offer is accepted, rather than focusing only on how they will market your property initially. 

In 2025 the national average fall through rate was. between 24% and 30% of transactions, but in 2026, this has grown to a staggering 58%, (source: The Open Property Data Association). 

 At Kelvin Francis, our current fall-through rate is just 16.5%, based on figures from The Guild of Property Professionals. We are happy to explain the steps we take to help keep transactions moving and support our clients through the sales process. 

Why Do Property Sales Fall Through?

There are many reasons why a property sale may fall through, and not all of them can be prevented. 

A buyer’s financial position may change, mortgage arrangements can encounter difficulties, or a survey may identify an unexpected issue. Delays in legal work or problems affecting another property in the chain can also affect the transaction. 

Although an estate agent cannot control every outcome, effective sales progression can help identify potential issues early. Regular contact with the relevant parties means that problems can be discussed and addressed as quickly as possible. 

This is particularly important where several transactions are linked together. A delay in one sale can affect every buyer and seller in the chain. 

What Should You Ask an Estate Agent Before Instructing Them?

When comparing estate agents, it is worth looking beyond the valuation and fee. The following questions can help you understand the level of service you are likely to receive. 

How Will You Progress My Sale After an Offer Is Accepted?

Ask who will be responsible for progressing your sale and how often you can expect an update. 

A good agent should be able to explain how they communicate with buyers, solicitors and other parties in the chain, as well as how they keep you informed if there is a delay or development. 

What Is Your Fall-Through Rate?

A fall-through rate is not the only measure of an estate agent’s performance, as every transaction has different circumstances. However, it can provide a useful starting point when combined with a conversation about the service behind the figure. 

Ask how the agent approaches sales progression and what they do if an issue arises during the transaction. 

How Will You Communicate with Me?

Selling a home can feel stressful when you are waiting for news. Find out whether your estate agent will provide regular updates and whether you will have a clear point of contact. 

Straightforward communication is particularly valuable when a transaction becomes more complicated than expected. 

What Marketing Is Included?

Sales progression is vital after an offer has been agreed, but attracting the right buyer in the first place is equally important. 

Ask how your property will be presented online and whether the service includes professional photography, floorplans, video tours or drone photography where appropriate. Your marketing materials are often the first impression a potential buyer will have of your home. 

Does the Agent Know My Local Area?

Property is local. A good agent should understand buyer demand, recent sales and the factors that affect property values in your particular area. 

When looking for estate agents in Cardiff, ask about their experience with properties similar to yours and their knowledge of the local market. This can help with setting a realistic asking price and identifying the buyers most likely to be interested in your home. 

Valuation, Marketing and Negotiation Still Matter

Sales progression does not replace the other important parts of estate agency. An accurate valuation, professional marketing and skilled negotiation all contribute to a successful sale. 

A realistic asking price will help attract serious buyers, while effective marketing gives your property the best chance of being seen by the right audience. Once interest has been generated, experienced negotiation will help achieve an acceptable offer. 

However, the service should not stop once an offer has been agreed. The period between accepting an offer and completing the sale deserves the same attention as the initial marketing stage. 

How Kelvin Francis Supports Your Sale

Kelvin Francis is an independent estate agency with long-standing experience in the Cardiff property market. 

From the initial property valuation through to completion, our team aims to provide practical advice, professional marketing and clear communication. We work to keep all parties informed and help progress each transaction as efficiently as possible. 

Whether you are moving locally, downsizing, relocating or managing a more complex chain, our focus is on providing a personal service that supports you throughout the process. 

Speak to Kelvin Francis About Selling Your Home

When choosing an estate agent, the fee is only one part of the decision. It is more important to understand how your sale will be handled once a buyer has been found. 

Ask about communication, marketing, fall-through rates and sales progression so that you know what support to expect from offer through to completion. 

If you are considering selling your home, contact Kelvin Francis to discuss your circumstances and arrange a valuation.